Transcript 15 Guidelines for the Market-Driven Manager

Marketing Basics
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What is marketing?
What is the marketing concept? How
does it differ from a selling and
production orientation?
What is relationship marketing?
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15 Guidelines for the MarketDriven Manager
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Customer focus
Listen to the customer
Define & nurture your distinctive
competence
Define Marketing as marketing
intelligence
Target customers precisely
Manage profitability and sales volume
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15 Guidelines for the MarketDriven Manager
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Make customer value the focus
Let the customer define quality
Measure and manage customer
expectations
Build relationships
Define the business as a service
business
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15 Guidelines for the MarketDriven Manager
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Commit to continuous improvement and
innovation
Manage culture along with strategy and
structure
Grow with partners and alliances
Destroy marketing bureaucracy
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Basic Questions of Strategic
Planning
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Where are we now?
Where do we want to go?
How do we get there?
How do we know if we got to where we
wanted to go?
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Customer Orientation of the Basic
Questions of Strategic Planning
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Where are we now?
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Where do we want to go?
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How do we get there?
How do we know if we got to
where we wanted to go?
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What customers do we serve
now?
What customers do we want to
serve?
Strategic marketing plan
Marketing control
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Product/Market Strategies
Products
Present
New
Present
Market
Penetration
Product
Development
New
Market
Development
Diversification
Markets
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Industry Attractiveness
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Market size
Market growth rate
Profitability
World scope
Cyclicality
Ability to recover from inflation
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Management 129
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Business Strength
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Market share
Market share growth rate
Marketing expertise
Management talent
Relative profitability
Leadership (cost, quality, R&D)
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